SYS-CON MEDIA Authors: Pat Romanski, Sean Houghton, Glenn Rossman, Ignacio M. Llorente, Xenia von Wedel

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BidTheatre Deploys Digital Element’s IP Geolocation Technology into its Advertising Platform

Digital Element, the leading provider of IP geolocation technology, today announced that BidTheatre, a leading Demand-Side Platform (DSP), has deployed its NetActuity Edge hyperlocal geolocation technology to improve audience segmentation and advertising targeting for its clients.

BidTheatre’s advertising platform offers real time bidding, precise audience targeting and creative optimisation. The DSP provides marketers access to thousands of premium ad networks and hundreds of thousands of publisher sites across the globe. The integration of Digital Element’s technology into the platform brings a new level of geographic granularity to audience segmentation and advertising targeting, resulting in improved relevance, response and ROI for its clients.

Digital Element was selected by BidTheatre because of the company’s reputation for being the global leader in IP geolocation technology. The company is also the only IP data provider to be accredited by the Media Rating Council.

Marcus Johansson, CEO, BidTheatre, commented: “Delivering advertising in the right context improves response and our clients demand the ability to geotarget with a high degree of accuracy. Digital Element’s solution, NetAcuity Edge, was easy to integrate and has the most accurate data set available globally.’’

Founded in 1999, Digital Element is the industry pioneer of IP geolocation technology, and its NetAcuity Edge technology has revolutionised the IP geolocation space. By combining IP routing infrastructure analysis with anonymous location insight gleaned from a network of global commercial partners, NetAcuity Edge provides the most detailed, hyperlocal dataset available worldwide today that maintains user anonymity and complies with the highest standards of end-user privacy.

“IP geotargeting helps deliver advertising connected to the environment the consumer is in, engaging with consumers in a meaningful way”, commented Kate Owen, Digital Element’s Managing Director, Europe. “We are pleased to be working with BidTheatre, providing the benefits of hyperlocal IP geotargeting.”

BidTheatre joins some of Digital Element’s other high-profile advertising platform clients including Microsoft, MediaMath, Crimtan, Admedo, Mashero, Collective, DoubleClick, Flashtalking, Infectious Media, AOL’s ADTECH, Yahoo’s BlueLithium, Webtrekk and Vibrant Media.

ENDS

About Digital Element

Since 1999, Digital Element has been providing global geolocation solutions that bring anytime, anywhere relevance and context to online initiatives – from desktops to mobile devices. The company’s patented technology has been certified and accredited to deliver real-time access to accurate and reliable location intelligence without invading internet users’ privacy. For more than a decade, many of the world’s largest websites, brands, ad networks, social media platforms and mobile publishers have trusted Digital Element’s technology to target advertising, localise content, enhance analytics, and manage content rights as well as detect and prevent fraud. Visit www.digitalelement.com for more information on how to bring the power of location to the online world.

Headquartered in Atlanta and London, Digital Element is a division of Digital Envoy Inc.

About BidTheatre

BidTheatre builds technology and provides trading desk services to agencies, publishers and advertisers. Founded in 2012, the company operates across northern Europe from its offices in Stockholm, Sweden. BidTheatre is passionate about programmatic media trading and the efficiency and transparency wins it brings to the industry. Visit www.bidtheatre.com for more information.

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